Effectiveness of Direct Response Television

Direct Response Television is an incredibly effective way to market both consumer products and services. The success of this type of campaign can easily be measured and adjusted as necessary.

Since the creation of television stations, marketers have found ways to leverage television audiences to meet sales goals. It wasn’t until the early 1980’s that marketers were able to create fast acting results from these campaigns using direct response television advertising.

This method of marketing through the medium of television was not always as prestigious as it is presently, but it was always as effective. Today we can find this method used in short spots and infomercials alike. Because these ads call for an immediate response from a consumer, results could be measured almost immediately.

If the content or message of an ad was not successful, it could be changed quickly. With a traditional campaign, results would take months. It could later take even longer for retailers and service providers to make the decision to identify and change the campaign.

With Direct Response Television campaigns, changes had to made quickly. Because changes were made quickly, campaigns were mended and became more successful in a shorter amount of time than a traditional advertisement. This is not something that can be tested easily with billboards, magazine ads and ads without calls to action.

Companies continue to reap benefits and see their business improve by using these types of ads. Once companies understand what their consumers respond to they continue to place similar ads. An example of this behavior by a service provider is the company Etrade.

Etrade has placed a DRTV ad for two seasons in the Super Bowl. They have experienced wonderful feedback and continue to use a similar message in their overall content. Their ads have proven to be very effective.

This type of advertising continues to be effective. Marketers also continue to find ways to improve and modify the length, messages and calls to action associated with these ads. Quick measurement time allows different messages to be tested and modified much faster than in traditional advertising such as magazine ad campaigns and television ads without direct response calls to action.

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